Photo by appshunter.io on Unsplash.
Disney is launching an advertising certification for live events, including sports and entertainment, along with the introduction of biddable deals for live sports using Disney’s Ad Server.
To be certified by Disney means a partner’s technology has the capacity to scale and respond to bids in a live environment in real time; can adapt to spikes in live viewership at increased bid density; and have the ability to pre-ingest pre-approved creative.
Google Display & Video 360, The Trade Desk, and Yahoo DSP are the first demand-side platforms to be certified by Disney, with Magnite as the only third-party supply-side partner at launch.
Disney Advertising's VP of programmatic sales, Matt Barnes, said planning for sports, specifically, requires a different strategy for biddable advertising.
“While a traditional media plan may be focused on even delivery throughout the week, brands can miss out on a highly engaged audience and all those edge-of-your seat moments in a live game, if they’re limited by standard rules and frequency caps," he said.
"With the introduction of Disney’s live certification, now more advertisers – across an even wider variety of categories – can capture the spikes in critical moments of engagement and fandom.”
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